Luxury Brand Management, Chapter 4, p.91-116
for luxury goods, brand identity is a very important element of the business. in certain ways, it can also be a constraint: it is not possible to launch a product that is outside of its sphere of legitimacy. this chapter discusses the value of a brand and how it can be assessed, then analyse the different ways of looking at the brand and what it represents. it concentrates on a study conducted every year by the consulting firm interbrand, the main results of which are published in businessweek. interbrand rates almost every brand in the world, assigning to each an overall value. in conclusion, what needs to be remembered is that there is no ideal name. if there were, it would be the name of a person, easy to remember in all languages, that evokes the qualities of the product or service offered, that suggests the company's philosophy, connotes intelligence and creativity, and begins with the letter a or z to stand out in the listings.
Luxury Goods ; Interbrand ; Businessweek ; Creativity
John Wiley & Sons, Inc.